Oral Care - US - May 2015
"Sales within the oral care market remain steady, benefiting from widespread product usage. Opportunities exist in the $7.2 billion category for brands to increase the frequency of product usage, especially through portable oral care products, and a focus on new product innovations within the floss/accessories/tools segment. Additionally, brands can benefit from educating consumers on proper children’s oral care."
- Margie Nanninga, Home and Personal Care Analyst
This report discusses the following key topics:
- Category experiences steady growth, benefiting from strong floss/accessories/tools sales
- Toothbrushing is widespread, fewer consumers using mouthwash and floss
- Parents express confusion over proper children’s oral care
While product usage is widespread, opportunities exist for brands to increase sales, primarily by encouraging consumers to increase product usage throughout the day. Brands can benefit by encouraging consumers to add a middle-of-the-day usage occasion by introducing more portable oral care options, helping consumers to more easily use oral care products while on-the-go. Additionally, brands can address the main concerns of consumers, especially when it comes to sensitivity and yellowing teeth. Finally, brands can gain the trust of parents by educating consumers on proper children’s oral care, a subject that many consumers express confusion.
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